Logo and Tagline in the Library Sites in Indonesia as a Means of Constructing Learning Society

Many library sites on the internet use logo and tagline as a symbol for certain purpose. With that symbol, libraries which have informative, educational, cultural, and recreational functions, would build a learning society. They remain in the Indonesian society which strongly holds its oral culture. Therefore, the purpose of this research is to identify the form and meaning of the logo and tagline on the sites of each types of libraries in Indonesia and their role in building a learning society. By using semiotic analysis, findings showed that: (1) logo and tagline is used as imaging to invite people to the library and a trigger for libraries to represent themselves in it; (2) it is used to encourage people to read. The conclusion showed that most educational institutions still consider the library as part of the parent institution, not as a source of knowledge. Unfortunately the rest construct the logo and tagline as only a slogan in the virtual world in building a learning society, since librarians are not yet capable in understanding the full meaning of them.